PURE is the first project of its kind in Ireland which incorporates statutory and non-statutory organisations, including; Wicklow County Council, Dun Laoghaire Rathdown County Council, South Dublin County Council, Coillte, National Parks & Wildlife Service, and the Wicklow Uplands Council and was established to combat illegal dumping/fly-tipping in the Wicklow/Dublin Uplands.

Since PURE began combating illegal dumping and collecting waste in the Wicklow/Dublin Uplands in 2007, the project has removed over 2,500 tonnes of rubbish from the landscape. If you were to put all the rubbish that PURE has collected into standard household rubbish bags you would fill over 340,000 bags. If you lined up each of these bags they would stretch the same distance as a journey from Glendalough to Killarney in County Kerry. The lo-call-phone-line 1850 365 121, and the PURE office, have now received over 7,650 reports of illegal dumping, with the PURE Truck collecting waste from over 7,300 individual sites.

PURE do more than just combat illegal dumping, and the exhibition, PURE, concentrates on the various multi media projects the project has produced to create environmental awareness. This exhibition features 16 award winning short environmental animations, 7 environmental music videos, a short film on the community/environmental initiative, The PURE Mile and short films on illegal dumping in the Wicklow/Dublin Uplands.

The launch day will also see the announcement of the winners of the PURE MUSIC Competition with the award being presented by renowned Irish musician, Dave Hingerty (The Frames, Josh Ritter, The Swell Season, Kila). Two secondary schools from county Wicklow, Gaelcholaiste na Mara in Arklow, and Colaiste Bhride in Carnew, and four schools from South Dublin and Dun-Laoghaire are vying for the prize of one a day professional recording session at the Temple Lane Studios in Dublin where acts such as, Snow Patrol, Kanye West, Rihanna and Morrisey have recorded. All of The PURE MUSIC videos will be available to view on the day.

The exhibition also includes the first public screening of PURE WISDOM. This short documentary is a selection of interviews from junior and senior classes (4 to 6 years of age) of Kilcommon National School, Tinahely, Co. Wicklow, about their opinions and thoughts regarding the environment, illegal dumping, litter, pollution, nature, etc. Insightful, enlightening, and on many occasions, humourous, but all are full of WISDOM.

The new information pack for the PURE Mile competition will also be available on the day and all community groups interested in getting involved in the competition or past and present groups are invited to attend.

All are welcome to attend the launch of the exhibition which will run from 12th to 31st July.